Beverage Sales Representative – Alcohol & Non-AlcoholicPosition Summary
We are seeking a results-driven Beverage Sales Representative to grow our portfolio of alcoholic and non-alcoholic beverage brands within an assigned territory. This role will work closely with distributor sales teams, key retail and on-premise accounts, and internal leadership to drive placements, increase velocity, execute programs, and achieve defined sales goals.
The ideal candidate is highly organized, comfortable working independently in the field, and able to build strong relationships with distributor representatives, buyers, store managers, bar and restaurant operators, and other key customers.
Key ResponsibilitiesDistributor Management & Field Execution
- Work closely with distributor sales representatives and managers to drive brand awareness, placements, displays, and reorder activity.
- Conduct regular ride-withs and market work with distributor sales representatives.
- Maintain consistent communication with distributor teams regarding priorities, new products, target accounts, inventory, and sales opportunities.
- Educate distributor sales teams on our alcoholic and non-alcoholic beverage portfolio, brand positioning, pricing, and key selling points.
- Identify gaps in distribution and work with distributor representatives to open new accounts.
- Follow up on placements to ensure products remain in stock and continue to sell.
Account Management
- Develop and maintain strong relationships with key retail, grocery, convenience, liquor, bar, restaurant, and other strategic accounts within the territory.
- Conduct regular account visits to build relationships and identify opportunities for additional placements, displays, menu features, promotions, and expanded shelf space.
- Maintain direct relationships with priority accounts rather than relying solely on distributor representation.
- Identify and pursue new accounts that align with the company's growth strategy.
- Support both alcoholic and non-alcoholic beverage channels, recognizing that the customer base and sales approach may differ by product.
Sales Goals & Performance
- Meet or exceed clearly defined monthly, quarterly, and annual sales goals.
- Achieve distribution, placement, display, and rate-of-sale targets established by management.
- Develop weekly priorities based on sales opportunities and company objectives.
- Monitor account performance and take action when products are underperforming.
- Work with management to identify opportunities to increase sales within the territory.
Daily Activity & Reporting
- Maintain a daily sales activity log documenting:
- Accounts visited
- Distributor representatives worked with
- New placements secured
- Orders or reorder opportunities
- Displays and promotional activity
- Buyer and account conversations
- Samples or tastings conducted
- Follow-up items and next steps
- Submit activity reports consistently and accurately.
- Maintain an active pipeline of target accounts and opportunities.
- Provide market feedback regarding competitive products, pricing, customer reactions, and emerging beverage trends.
Brand Execution
- Ensure products are properly represented at retail and on-premise accounts.
- Support new product launches and market rollouts.
- Coordinate tastings, account presentations, staff education, and other field sales activities.
- Monitor shelf placement, pricing, displays, menus, and overall brand presentation.
- Take ownership of resolving account-level issues involving availability, distribution, or execution.
- Represent the company and its brands professionally in the market.
Performance Expectations
Performance will be measured using a combination of:
- Sales revenue and case volume
- New account placements
- Distribution growth
- Existing account retention
- Rate of sale and reorder activity
- Key account development
- Distributor engagement
- Execution of priority programs and displays
- Completion and quality of daily activity reporting
- Achievement of individual and territory sales goals
Qualifications
- Beverage, beer, wine, spirits, CPG, foodservice, or distributor sales experience preferred.
- Strong relationship-building and communication skills.
- Comfortable working directly with distributor sales teams and retail/on-premise buyers.
- Self-motivated and capable of managing a territory independently.
- Strong organizational and follow-through skills.
- Ability to maintain accurate and timely sales activity records.
- Comfortable working toward measurable sales and distribution targets.
- Ability to travel throughout the assigned territory and maintain a regular field-sales schedule.
- Valid driver's license and reliable transportation required.
- Must meet all applicable age and licensing requirements for working with alcoholic beverage products.
What Success Looks Like
The successful Sales Representative is in the market every day, building relationships and creating measurable sales activity. They know their distributor representatives, know their key accounts, understand where the portfolio is performing and where opportunities exist, and consistently follow opportunities through to placement and reorder.
This is not simply an account-maintenance position. The expectation is to actively grow distribution, velocity, and relationships across both our alcoholic and non-alcoholic beverage portfolio.
Pay: $55,000.00 - $74,901.65 per year
Benefits:
Experience:
- Beer sales: 2 years (Preferred)
- B2B sales: 2 years (Required)
- CRM software: 2 years (Preferred)
Ability to Commute:
- San Francisco, CA (Required)
Willingness to travel:
Work Location: On the road
